The Online Copywriter's Handbook

Overview

The Web has developed its own set of rules and attitudes for writing hard-hitting marketing copy. Robert Bly's The Online Copywriter's Handbook is the first practical and authoritative guide to what exactly those rules are and how they differ from writing for print audiences. From novices just taking their first copywriting steps to veterans looking to add impact and results to their online efforts, it covers everything from general fundamentals of writing effective copy to specific Web copywriting tips and ...

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Overview

The Web has developed its own set of rules and attitudes for writing hard-hitting marketing copy. Robert Bly's The Online Copywriter's Handbook is the first practical and authoritative guide to what exactly those rules are and how they differ from writing for print audiences. From novices just taking their first copywriting steps to veterans looking to add impact and results to their online efforts, it covers everything from general fundamentals of writing effective copy to specific Web copywriting tips and traps.

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Product Details

  • ISBN-13: 9780658020995
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 1/30/2003
  • Edition description: REV
  • Edition number: 2
  • Pages: 336
  • Sales rank: 260,196
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.80 (d)

Meet the Author

Robert W. Bly is an award-winning copywriter and consultant whose clients include IBM, AT&T, BOC Group, and other multinational organizations. One of the top copywriting experts in the world, Bly is the author of nearly fifty successful business and marketing books, including The Copywriter's Handbook, Internet Direct Mail, and Business-to-Business Direct Marketing. He is a winner of the Direct Marketing Association's Gold Echo Award, the Web Marketing Association's Standard of Excellence Award, and numerous other honors and awards.

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Table of Contents

Acknowledgments
Introduction
Pt. I Fundamentals of Writing Copy for the Web 1
1 Writing for the Internet 3
2 Fundamentals of Persuasive Online Copy 27
3 Adapting Existing Print Copy to the Web 49
4 Illustrating Your Web Copy 69
Pt. II Web Copywriting Tasks 95
5 Creating an Effective Website 97
6 Home Pages and Splash Pages 127
7 Other Web Pages 157
8 Internet Direct Mail 189
9 Advertising on the Internet: Banner and E-Zine Ads 205
10 Electronic Newsletters: E-Zines 227
11 Web Documents 243
12 Web Promotions 265
Resources 285
Glossary 293
Bibliography 303
Index 307
About the Author 319
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